Our Mission
At Insight for Good, we believe that the catalyst for social change is within each of us. That is why our commitment to society begins with the empowerment of individuals and progressive organisations that truly want to change the world.
Our goal is to inspire forward thinking organisations to meaningfully contribute to society, delivering solutions that put insight at their core to help organisational decision making.
Some of our contributions
Wilma Smythe | Founder of Insight for Good
Wilma has over 20 years experience leading customer insight and intelligence programmes both in the private and public sectors where she has developed customer and multi-channel strategies and influenced strategy, communications and marketing, policy, and service delivery.
Wilma is a member of the Market Research Society’s Public Sector Editorial Board and has been one of the judges for the 2016 MRS awards. She holds an M.B.A and an MSc. of Social and Organisational Psychology.
“I believe socially focused individuals and progressive organisations are the ones changing the world, which is why we empower them to unleash their potential so that they can make a bigger difference in society.
Paul Eaves | Strategic Insight Advisor
Paul has over 25 years’ experience working in Market Research and Insight – both agency and client side in the public and private sectors. He is well known across Westminster for his work driving a strategic approach to public sector insight-driven change.
An innovator, Paul set up the UK’s first Digital User Research Experience Accreditation. He also established the Market Research Society’s Public Sector Editorial Board and the cross-government Customer Insight Forum both of which he chaired.
“Organisations should truly care for society if they wish to make a difference. What better way to do this than using compelling evidence to uniquely guide their social impact strategy ?”
Ela Chodyniecka | Research Analyst
Ela is our research analyst. She has over 10 years experience in behaviour and statistical analysis working as a consultant with clients in the private and public sectors.
She is curious and highly motivated. Her passion lays on understanding people dynamics and behaviour through data and insight.
“I love data. There are so many untapped opportunities to explore data and insight for good causes that I am really keen on contributing to do this with an organisation that truly cares”.
Nick Birks | Advisor
Nick was formerly Head of Futures at a HMRC with considerable experience in scenario planning and systems thinking and is a champion of root cause analysis. He is co author of Rethinking Public Strategy (Palgrave Macmillan, 2014).
Nick is a passionate reader and his main interest is keeping up with the latest thinking in the space of public policy and the markets. His focus at Insight for Good is helping it develop its insights platform and advising on market insights that can support the social good.
“To know all is to understand all.”
Filippo Montesi | Accredited SROI practitioner and trainer
One of only eight accredited SROI trainers in Europe, Filippo Montesi begin his consultancy career after graduating with degrees in Developmental Economics and International Business from the University of Florence and the Pompeu Fabra University respectively.
Since the beginning of his consultancy career he has worked with a number of international organisations including UNCTAD, FAO and the Human Foundation where he became Head of Evaluation, responsible for managing the activities of impact evaluation of complex programmes or initiatives in profit and non-profit sectors. Now working as a senior advisor, his priority lies in supporting financial institutions and social enterprises in managing their impact.
Filippo is also a member of Social Value International and Social Value Italia, an Accredited Practitioner, and an assessor of Social Value and SROI Reports.
“impact is a very powerful tool that helps drive social innovation and combines very well with SROI approaches, which is why I very keen on supporting social impact management projects that go beyond impact measurement”
Dr. Jules Stapleton | Statistical Consultant
After achieving a First-Class Honours Degree in Mathematics and Statistics and a PhD in Bayesian Statistic from the University of Surrey. Jules began her career as a statistical consultant for NOP (now GfK NOP), SPSS (now IBM) before becoming a founding director of Relevant Knowledge, an analytical branch of the market research company Sample Surveys (later Synovate).
In 2000, she set up Infer Ltd, an analytical company working alongside variety of organisations including several market research, marketing & branding agencies and numerous large organisations.
Aside from extensive predictive modeling experience, she has conducted numerous customer segmentations for different sectors, inclusing media, foods and drinks, and online search and decision making.
“Obtaining quantitative insights is possible when the data is of good quality, which is why my remit at Insight for Good is not only to support the social good through data-based insights, but to challenge data collection methods and improve organisations data capture processes to help them with future impacts”
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